Resumen

BALOMAS, Sara. May the Force be with you - the challenges of advertising in the new communicational galaxy. Media & Jornalismo [online]. 2019, vol.19, n.34, pp.13-34. ISSN 1645-5681.  https://doi.org/10.14195/2183-5462_34_2.

At least since the beginning of the 21st century Advertising faces an identity crisis. In the Portuguese case, as in other geographies, the economic, social and technological panorama has significantly changed. Economic and financial crisis, consumption reduction, trust in informal circles rather than in the advertising, as well as digital and technological enhancement, brought new challenges. However, advertising companies did not react immediately, opting to keep their business and operating models. Platforms such as Television, Radio or the Press - stages where agencies felt comfortable - gave way to digital and online. Sites, applications, social networks, content management, gaming, storytelling, in sum, a pleiade of new vocabulary entered on the daily life of the area, replacing the jaded "Advertising", associated with large investments. The death of Advertising was announced (Rust & Oliver, 1994). Technological start ups seemed to give the right answer. The medium became hyper-valued. Here's the big misunderstanding: Advertising has been mixed up with the platforms. However, Advertising is, above all, a communication technique. It is guided by methods, techniques and principles able to adapt to offline and online. Thus, it must be judged for its communicational competence and discussed for its contents. This is where Advertising essence lies. How to evaluate it? Of all the characteristics that Advertising has, two are absolutely crucial: the capacity to make use of persuasion and creativity in order to operate an influence on the consumer and on the citizen. Recognizing those strengths is a major condition to understand the essence of Advertising.

Palabras clave : advertising; platforms; technology; persuasion; creativity.

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